What do you bring to the table that is unique from someone else in your profession? This is personal branding. In I believe it is essential to discover your personal brand during your years at college. Personal branding is a process, but just like every process, you must begin somewhere. We discussed personal branding as “discovering how to make yourself unique.” We are each unique in our various ways, but it is discovering how those traits and professions relate to one another.
As a graphic designer, I have the unique privilege of helping businesses and organizations establish their brand identity. One of the most recognizable parts of a brand identity is their logo. In an article by http://www.mallbusiness.chron.com, they state that “logos are intended to be the ‘face’ of a company: They are graphical displays of a company’s unique identity, and through colors and fonts and images they provide essential information about a company that allows customers to identify with the company’s core brand.” Logos are memorable visual images. In a society occupied by visual images, it becomes essential for a company’s logo to have a memorable factor and evoke the principles of your business.
Ironically, while studying the importance of brand identity, in my Graphic Design for Professional Practices studio we were assigned a project to create a logo for a company. The company is Five Second Rule Press, a small start-up digital publishing house. Our project brief was very open ended; the logo was going to be primarily used digitally, with the possibility of one day being placed on the spine of a book. Through the project and the various phases, here are the three main lessons I learned about logos:
- A logo must be recognizable. This can mean a few possible things. A logo should be able to be blown up to fit the size of a truck or be placed on a business card and maintain it’s same value. This, by nature, encourages logos to be simple. Because of the simplicity, the color choice must be very intentional. The color has the ability to set the mood of the logo. For example, in my logo design, I wanted the colors to reflect the fresh and original feel of this new company.
- Excellent logos are excellent in their detail. Guides are your new friends! How does your type interact with your logo? Your logo should be able to stand-alone, but the typography should hold the same significance. Some questions you should ask are: does your type have the same style as the logo? How does your type align in relationship to the logo? Does your type and logo have appropriate balance?
- The presentation of your logo to your client could make or break the success of your logo. It is easy to leave the preparation of your presentation to the last minute; however, there is an art to presentation that is time intensive. If you choose a presentation board as your media, it should be spotless, no smudges, no smears, straight lines, and high-resolution images. Apart from the details, the layout of the elements can influence the way the client reads your logo. For example, my logo was most successful when surrounded by an ample amount of white space. So for my presentation, I was very intentional in not crowding my design.
Here is an example of a logo design I created for a small publishing company called “Five Second Rule Press”: